To commemorate POCARI SWEAT dry sachets having been part of the Singapore Armed Forces combat ration pack for more than 20 years, POCARI SWEAT rolled out a campaign that would commemorate this partnership on SAF Day, celebrated annually on July 1.
To communicate its hydrating effects, POCARI SWEAT encouraged the consumption of its dry sachets through a promotion in partnership with 15 NTUC Fairprice outlets. Customers who spent $15 on POCARI SWEAT products received a limited edition POCARI SWEAT Camo Crossbody Bag for free.
Why the crossbody bag? It’s trendy, but functional, and anyone can use it. Printed with a “Wave Camo” motif specially derived from the POCARI SWEAT brand colours, the merchandise was a hit with millennials.
A lookbook was developed for the campaign and ambassadors, Chase Tan, Fariz Jabba and Shaun Seow were also roped in to amplify the campaign and to create a splash on social media.